THE WHAT? Amazon has announced that it is poised to open its first physical apparel store later this year at The Americana at Brand, Los Angeles. The space promises to revolutionise shopping for clothes, harnessing the e-commerce behemoth’s technology and operations wizardry.
THE DETAILS Shoppers can browse the store accompanied by their Amazon Shopping App, using a QR code to view sizes and shades available and sending items that catch their eye to a fitting room or the counter at the click of a button.
Machine-learning algorithms will produce tailored, real-time recommendations for each customer as they browse and, when entering the fitting room, shoppers will find the items they requested plus additional options based on their preferences.
THE WHY? Physical and digital are gradually converging and this new store combines the best of both worlds. As Amazon said in a statement, “We obsessed over designing a shopping experience focused on helping customers find great looks, and it led us to create Amazon Style. We’re so excited to offer the best of shopping on Amazon.com with the benefit of touching and trying on items to ensure a great fit.”